Denver's KMGH will run its first advertisement for a legal marijuana company in the next week.

The station’s vice president said it will follow the state’s strict cannabis advertising laws.

“KMGH has agreed to accept ads from legal cannabis businesses,” said Brad Remington, the station’s vice president and general manager. “The first of these TV ads will probably air within the next week. We have set some strict guidelines on when these ads can run and the content of the ads. Ads for recreational use, for example, cannot air until after 10 p.m. and cannot show people using the product. We will also accept ads from legal businesses on The Denver Channel, with restrictions.”

One of the station’s first pot ads will promote Neos, a company that extracts cannabis oil and sells oil-loaded vape pens in Colorado and Southern California.

So what changed the ABC affiliate’s mind on pot ads?

“The world is changing, evolving and we need to constantly take a look at things,” said KMGH’s Remington. “After careful deliberations, we have elected to accept ads from what is now a legal business in Colorado and apply some of the same restrictions and standards that we do for similar adult products, like hard liquor.”

The ad will air at 10:35 p.m. July 20 — after the news and before “Jimmy Kimmel Live.”

Because let's face it, you don't want your viewers high for the news, but Kimmel might be funnier after a few bong hits.

Just saying....

H/T The Cannabist